{"id":"research-interviews","title":"In-depth interviews","summary":"A qualitative research method for understanding context by asking about people’s situations, experienced problems and actual behavior.","concepts":["Research questions: what remains unknown and can be investigated in interviews","Concrete experience: actual events and processes rather than general preferences","Discussion guide: a question structure that maintains conversational scope"],"application":"Use interviews to understand how customers currently complete tasks and what causes difficulties. Agree on consent and recording scope.","limitations":"Participants’ memories and accounts may differ from actual behavior. Do not estimate market proportions from a small set of interviews.","directions":["Exploration: follow unexpected contexts.","Comparison: use common questions to examine differences between participants."],"category":"Marketing","kind":"method","kind_label":"Method","persona_ids":["market-researcher","journalist","designer","content-marketer","customer-success-manager"],"revision":1,"updated_at":"2026-10-07T00:00:00.000Z","sources":[{"title":"Using in-depth interviews","url":"https://www.gov.uk/service-manual/user-research/using-in-depth-interviews","publisher":"GOV.UK Service Manual","edition":"Institutional user research guidance","region":"UK public service research method","checked_at":"2026-10-07","reuse":"Independent editorial summary and source link; the original text is not republished."}],"review":{"status":"source-checked-editorial","expert_reviewed":false},"editorial_note":"Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.","language":"en","translation":{"status":"current","source_language":"ko","source_version":"kb-103ffc6b26e905c5","translated_at":"2026-10-09","professional_reviewed":false},"trust":"reference-data","version":"kb-a6ad0e9c6a779288","links":{"document":"/en/knowledge/research-interviews","markdown":"/en/knowledge/research-interviews.md","api":"/api/v1/knowledge/research-interviews?lang=en"}}